Datamonitor's Productscan Online database reports that the number of new food & beverage products launched worldwide claiming to have no high fructose corn syrup has nearly tripled so far in 2007, compared to all of 2006. The figures reflect a perception among consumers that the ingredient is unhealthy, and food and beverages marketers are keen to disassociate their products from the sweetener.
Given the dominance of a select few companies in the market, the chewing gum sector appears ripe for innovation. Indeed, this month's roundup of new product launches features a gum that claims to aid the feeling of fullness and one that is said to biodegrade quickly after disposal. These are two features that could make the industry sit up and take note.
Comax Flavors hopes to expand in the flavor ingredients market with the launch of Comax's Sodium-Masking Flavors. A key selling point of the new ingredient is that it helps to mask the unintended salty taste in sports beverages. In products such as these where sodium is a winning addition but an overly salty taste is undesirable, masking ingredients are a welcome innovation.
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